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Canon India in restructuring mode

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DQC News Bureau
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Effective September 2002,Canon India has seen organizational restructuring to

address product segments and markets more effectively. This move comes at a time

when the company has added more middle level managers to ensure that all markets

and product categories are equally represented.

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Says Alok Bharadwaj, Director and GM, Consumer Imaging and Information

Division, "This was undertaken to align our product range with the market

dynamics."

Box products in one division, solution selling in another

Alok Bharadwaj

The Consumer Imaging and Information Division will include laser and bubble

jet printers, copiers, digital cameras, scanners, projectors, visualizes,

entry-level multi-function peripherals and calculators. The consumable business

for both printers and copiers will also be a part of the portfolio.

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The Value Division, on the other hand, will look at high-end digital multi

function devices. This division has traditionally operated through a direct

sales team and will continue to do so. Says Alok, "To put it simply, all

box products have been put in one division, while those that need solution

selling go into the other."

Now the company is looking at leveraging individual channels for copiers and

IT peripherals with the convergence of the products under one division. This was

also done after the company observed an overlap between partners selling

copiers, IT peripherals and MFDs. The company will now offer its entire product

portfolio to all its 222 partners.

Under its older structure Canon had 60 partners selling IT products and 162

partners selling copiers and faxes. Now all 222 partners will have access to the

entire product portfolio.

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To ensure the coverage Canon has put in place two country sales managers, one

each for digital cameras and calculators. It has also put in place four regional

managers to better address their respective territories. Says Alok, "These

territories have now been made responsibility centers, therefore decentralizing

the control."

On the other hand Canon is working on a three-pronged approach to reach out

to customers effectively and get its partners in the thick of all the action.

Besides looking at greater out-reach programs and promos, it is also working on

building its brand image and launching 23 new products by the end of October.

Most of these are targeted at home and SOHO segments. The company is taking all

its 222 partners to Malaysia for the unveiling of products.

MOHIT CHHABRA

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